Never understood this "face of company" stuff Americans are so obsessed with... if he wouldn't have took that job, but kept working on a similarly influential p

Never understood this "face of company" stuff Americans are so obsessed with... if he wouldn't have took that job, but kept working on a similarly influential position as he did up till date, no one would be making these "boycott Mozilla" self-advertisements, just as they didn't do anything alike before, right? Does all this mean that people care more about someone's three titular letters instead of his behaviour and actions in his position?